Arctic: a decades-long connection with consumers

Sustainability is part of Arctic’s business model, and the integration of sustainable practices throughout the company’s value chain has been a priority in recent years. Murat Büyükerk, Chief Executive Officer at Arctic, sat down with Business Review and provided insight into the successful connection between the Arctic brand and its Romanian consumers.

By Anda Sebesi

Arctic is one of the most important companies in Romania, currently exporting over 84% of its total production to over 80 countries. How do you explain the success that fuels the Arctic brand?

With a history of over half a century, Arctic is a company that’s deeply rooted in local society, developing a special relationship with Romanians based on trust and shared values. We have evolved together, we understand their needs, and we develop each product with the determination to change the lives of millions of people for the better. At the same time, Arctic is future-oriented and synonymous with innovation and technology. And since evolution means better, conscious choices, our mission is to democratize technology and make sustainability accessible. My journey in Romania began with an initial visit years ago, when I fell in love with this country. This personal connection has seamlessly blended with my professional outlook, reinforcing my belief in Romania’s potential as an industrial leader, especially in electronics and appliances.

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What were the biggest challenges Arctic faced as a business in 2023?

2023 was a difficult year, for both companies and the Romanian people. We saw a cautious approach from consumers, resulting in a noticeable slowdown in consumption and a subsequent impact on economic growth. However, amid these challenges, we observed a positive evolution on the appliances market. Today’s consumers are more educated, actively searching for products that not only streamline their daily routines but also prioritize energy efficiency, durability, and reliability. This shift towards products that balance ease of use with environmental consciousness is a confirmation of a growing commitment to responsible technology use in our society.

What were the most important projects the company carried out in 2023?

Our integrated efforts, from research to production, technology, and communication, have steadfastly maintained our leading position among Romanians in the large appliance category, as per the Euromonitor Consumer Appliances 2023 edition. Moreover, we are very proud to be recognized as a top employer in Romania, a confirmation of the fact that Arctic has created a motivating and inspirational work environment. The Best Places to Work 2023 Certification places the company among the most valued employers in the country from the perspective of employees, serving as a testament to our constant commitment to cultivating a supportive, inclusive, and fulfilling work culture that attracts and retains top talent.

How important are ESG and sustainability criteria for Arctic?

Our ambition is to continue our development towards a low-carbon future and to implement a more sustainable production system. The Arctic washing machine factory in Ulmi is one of the most advanced household appliances factories in Europe, utilizing cutting-edge technologies such as artificial intelligence, machine learning, and robotics. The factory has been awarded Sustainability Lighthouse status by the World Economic Forum, in recognition of its effective on-site sustainability measures. This year we also successfully completed the installation of photovoltaic panels at our factory in Gaesti and extended the solar capacity at Ulmi. Beyond decarbonization and aiming for net-zero by 2050 at our group level, we are also committed to designing and producing energy-efficient appliances and motivating consumers to embrace a sustainable lifestyle. We focus on product innovation, producing white goods product parts from recycled plastics and washing machines that filter microplastics. From our point of view, consumer education in the field of sustainability is a powerful tool, and we will continue our efforts to encourage responsible consumption patterns. Our employees are at the core of our sustainability journey, and we have invested in comprehensive training programs so that everyone—from colleagues to partners, interns, subcontractors, and temporary employees—can contribute. Creating an inspiring, inclusive, and healthy work environment is essential to Arctic. We champion gender equality in technology through initiatives like Women inTech and Arctic Women Community. Arctic is also actively involved in educational programs spanning from dual to postgraduate levels.